Capillary: An Indian Startup Deepening Its Presence in China

科研成果: 其它稿件案例

摘要

This case describes the process of entering the Chinese market by Capillary Technologies, an Indian software company that provides cloud-based omnichannel customer engagement and related services for retailers and brands. Capillary represents a high level of ambition: in a country that was well known for software service companies (based primarily on labor cost advantages), it was founded as a business-to-business (B2B) software product company (thus one developing intellectual property). After entering several Western markets, which was consistent with the venture's lofty aspirations, the venture's leadership came to the view that the firm was better placed to pursue Asian markets. The new venture relocated its headquarters from India to Singapore, and made strong efforts to gain revenue in the Asia region — including the large but intensely competitive Chinese market. The case describes how, under the leadership of its China General Manager based in Shanghai, Capillary Technologies started off by working with Western multinationals that were its customers in other markets, then began attracting local customers as it established a Chinese technology team to cater to the unique technological ecosystems prevalent in China. Over a three-year period, Capillary achieved 200% growth per annum. The case concludes by noting the opening of a new office in Guangzhou as Capillary seeks to further deepen its presence in the Chinese market.
源语言英语
页数15
已出版 - 30 6月 2020

案例编号

STR-20-643

案例规范编号

STR-20-643-CE

案例类型

Field Case

更新日期

15/05/2023

附注

For more details, please visit www.chinacases.org

来源

China Europe International Business School

关键词

  • Chinese market
  • Customer Relationship Management System
  • Localization
  • indian startup
  • learning orientation

案例学科表

  • 创业
  • 战略
  • 国际商务

案例行业表

  • 专业、科学与技术服务

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